XTBs launch campaign

The work

XTBs (or exchange traded bond units) are an innovative and industry first product has opened up a new world of secure investments for Australian investors. XTBs offer secure and predictable fixed income by offering them access to the benefits of corporate bonds from some of Australia’s most successful businesses.

Corporate Bonds are an investment product previously difficult for retail investors to access, so there’s very little awareness of the product or ACBC, the company behind XTBs. It’s position as a start-up saw ACBC focus on establishing its B2B distribution channels before looking to grow awareness and engagement with retail investors.

When the time came to launch XTBs, Yell was asked to continue its ongoing partnership with the team at ACBC, taking the brand on the next stage of its development.

The challenges of start-up media budgets and zero awareness with retail investors were balanced by a strong, differentiated digital customer experience, meaning that if we could cut through with our creative, we’d likely get strong engagement.

The solution

Yell’s campaign ‘The World of XTBs’ took the distinctive XTB visual style (developed by Yell) and applied it by creating illustrative symbols of the industry sectors from which XTBs are offered.

Each of the industries that XTBs allow investors to access is represented by an iconic symbol: a dump truck for mining and commodities, a satellite dish for telecoms, a tractor for food production etc., immediately conveying the breadth of the offering.

Behind the bold visuals is the message that not only does investing in XTBs give investors the opportunity to transform their own future, but ‘lending’ money to businesses through corporate bonds also helps Australia’s brightest blue chips build a better future for the whole country. The illustrative style also works extremely well when animated across multi-channel executions, creating a distinctive, intriguing visual.

Yell rolled out the campaign through a highly-targeted media plan, designed to deliver maximum return for the available budget.

Multi-channel distribution through digital display, retargeting, social display and Youtube pre-roll has ensured that it has connected with ACBC’s target investor personas. Paired with SEM and inbound conversion-focused content, The World of XTBs campaign has delivered; attracting, educating and nurturing retail investors and delivering XTB’s first direct retail investor inflows within two weeks of the campaign’s launch.